Course Contents

This course covers the introduction of the basic concepts of advertising. The course is aimed at developing the deeper insight and understanding of students towards field of Advertising, its basic concepts and copy writing. It will enable students to learn about the significance of Advertising in contemporary world. The purpose of course is also to enable students to practically apply their skills while copy writing, media planning and making marketing plans. Outline: • Definitions, functions, types and technique of advertising. • Elements of an advertisement. • Principles of successful advertising. • Micro and Macro economic impact of Advertising. • Merits and demerits of advertising • Advertising agency and its structure. • Advertising and marketing. • Electronic communication (audio and audio visual) • Formats and appeals in Advertising • Fundamental Research in advertising. • Media/Marketing Research. • Ethics and regulations of Advertising in Pakistan • Role of Advertising association of Pakistan & All Pakistan Newspaper Society • Development of advertisement and concept (Campaigns). • Evaluation of advertisement campaign (pre and post).

Course Synopsis

Introduction to Advertising History of advertising Significance and scope of the advertising industry Nature and role of advertising in society Types of advertising Factors that influence the communication process The influencer model of communication The interactional model of communication Using advertising to influence attitudes Advertising Theories, Concepts and Frameworks The use of information and emotion in advertising Advertising concepts and models Trade advertising Eclectic models of advertising Using advertising strategically The Institute of Practitioners in advertising Advertising Strategies, Planning and Positioning Communications strategies Objectives and strategic development Advertising planning and frameworks Positioning options Creativity, Content and Appeals Creative roles and skills The creative process Creative content Message appeals Evaluating creativity Brand Communications: The Role of Advertising Types of branding Brand characteristics Brand associations The role of advertising and communications in branding Brand equity The Advertising Industry Role of the advertising agency Advertising agency structures and integration Agency operations and roles Advertising agency selection Agency remuneration Advertising budgets Traditional Media Print media Magazines Strengths and weaknesses of using magazines in the media plan Newspapers Strengths and weaknesses of using newspapers in the media plan Electronic media Radio Strengths and weaknesses of using radio in the media plan Television Strengths and weaknesses of using television in the media plan Outdoor media Direct mail Strengths and weaknesses of using outdoor media and direct mail in the media plan Alternative advertising media Digital Media and Emerging Technologies Internet and online advertising Strengths and weaknesses of using online in the media plan Mobile marketing Social media marketing, strengths and weaknesses Gaming Strengths and weaknesses of using gaming in the media plan Supplementary digital advertising media Media Planning How does media planning work? Evolution of media planning The media plan Factors affecting media objectives and strategies Scheduling Media buying Measuring Advertising Efficiency and Effectiveness Media audience research Calculating the audience Print measurement Broadcast measurement Digital measurement Internet Social media measurement Buying the media Standards and Responsibilities Attitudes towards advertising Ethics and advertising Controls and regulations The Advertising Standards Authority Codes of practice Complaints and sanctions Corporate social responsibility Contemporary Issues in Advertising The key issues relating to integration Consumer insights Advertising and social networks Media management planning Measuring advertising effectiveness Creativity

Course Learning Outcomes

Students will be able to develop concepts and create ads on different products and services by applying the skills https://moneebakaleem.blogspot.com/?m=1